How to Name (or in Some Cases, Rename) Your Company
Naming a company is hard, and founders often get it wrong.
by Jason Feifer
May 01, 2018
2 minutes
Jennifer Fitzgerald is co-founder and CEO of Policygenius. But in 2013, when her company was starting out, it had a different name: KnowItOwl.
“We thought it was a clever play on the term ,” she says. The company helps consumers find the right for them, so she wanted a name that suggested wisdom and guidance,, engaging our first users and talking to vendors and insurance company partners, and we just kept having to repeat the name -- spell it, explain it. Pretty soon we were like,
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